Arris and interactive television developer Open TV plan to jointly demonstrate an advanced-advertising setup that will allow cable operators to insert locally targeted spots into linear TV programming.
According to the companies, it will be the first time that the SCTE-130 standard, which defines ad-insertion protocols for video equipment, is applied to linear advertising.
The demo, set for next week's Cable Show '09 in Washington, D.C., will be featured at both Arris' and OpenTV's booths.
"Current systems do not allow for live program shifts and identify only the local breaks made available to cable operators in their markets," noted Paul Woidke, OpenTV senior vice president and general manager of advanced advertising. "Through this next-generation platform, and by applying the SCTE-130 standard, Arris and OpenTV have established a highly dynamic, real-time interface that will bring greater flexibility to the ad-decision process and increase the geographic relevance of national ads."
The solution combines OpenTV's Ad Decision Service and EclipsePlus campaign-management solution with Arris' linear ad-management system, the ConvergeMedia SkyVision ADM 1.0. The presentation will demonstrate the ability to identify national ad breaks and perform real-time localized ad substitutions based on geographic market data.